RACQ formed in 1905 as an advocate for motorists, and today boasts annual revenue in excess of $1 billion, offering more than 35 member-services and products, including assistance, insurance, finance and travel services to its 1.6 million plus members.

UM has been RACQ’s media agency for the past 12 years and in the pitch process based its strategies and objectives on its Creative Connections positioning, which utilises data and market intelligence to identify shifting points in evolving brand communications.

“Given the pace of change in the media landscape, this has been an incredibly important review for RACQ,” said Renee Davidson, RACQ general manager marketing.

“We conducted the review to ensure we have the right partner to support the changing media environment, with the strategic and digital capabilities to support member engagement, growth and business transformation.

“We recognise the strength in UM’s Creative Connections platform and are very pleased to announce we are continuing with UM as our media agency.”

Ross Raeburn, CEO of UM Australia, added, “It’s often an awkward task for an incumbent agency to reinvent communications for an existing client into the future.

“RACQ’s marketing team is a progressive and talented group that easily embrace future challenges and we are clear on how Creative Connections will help them achieve their goals.”

The new arrangement between RACQ and UM is set to run for the next three years.

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